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Fashion etailer Myntra has partnered American personal care brand Bath & Body Works to strengthen its beauty portfolio driven by the increasing demand for branded skin care across geographies.

“Beauty and personal care witnessed strong demand during the course of the pandemic, as shoppers preferred the convenience of shopping them online. We doubled our customer base for the category in the last two quarters of last year and added about 100 new brands to our portfolio in the last six months,” Ayyappan Rajagopal, head of business, Myntra, said in a press statement.

The Flipkart-owned fashion etailer, which earns two-thirds of its revenue from apparel, launched the personal care vertical about three years ago. According to Myntra, beauty and personal care category registered 80 per cent year-on-year growth which accelerated during the pandemic. The online platform clocked 26 per cent surge in demand, of which 30 per cent came from tier 2 and 3 markets.

With sudden shift to online fashion amid the pandemic, several fashion and beauty brands have been prioritising their investment into ecommerce channels this fiscal.

Bath and Body Works, which sells body lotions, shower gels, hand soap and fine fragrances, started retailing on Mumbai-based billion dollar firm Nykaa last year. Flipkart and Myntra together control about 70 per cent of the online market share in the country. Myntra’s reach is expected to widen the footprint and customer base of Bath & Body Works.